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Carl’s Jr is relying on two things to make its pricy Super Bowl commercial pay off with viewers: a scantily clad Alix Earle and the offer of a free post-game burger.
Earle, who rose to fame as an influencer on TikTok and Instagram, starts the Super Bowl LIX ad by cooing, “Let’s be real. Everyone’s going to be a hot mess after the game.” Wearing only cowboy boots, a tiny denim skirt and a bikini-style top, she walks confidently through a cinematic party aftermath and says, “I’ve got just what you need to cure that post-party bug.”
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She first talks up the Hangover Burger’s double bacon, charbroiled beef, hash browns, cheese and sauce. “Just the way I like it,” she says with a smile, before she goes in for a bite.
If sex sells, Carl’s Jr is hoping that referring to it will, too. As Earle goes in for her first bite of the enormous, stacked burger — in the chain’s signature slow motion style — it is revealed that there is a man asleep at her knee. She gives instructions for getting a free burger the day after the Super Bowl and then says, pointing to the man, “He’ll definitely need one.”
The ad is a throwback to the chain’s bikini model era, while getting the free burger — which must be done via the Carl’s Jr app — is a nod to its future.
Earle became famous through her series of Get Ready with Me social media videos, where viewers watch her put on makeup and get ready, often then buying the products straight from her videos.
